Electronic Word of Mouth Towards Brand Loyalty Through Customer Engagement as an Intervening Variable

Abstract

Currently the fashion industry is experiencing competitive competition because it has become a lifestyle trend in society. We see that currently there is enthusiasm in Indonesia to make fashion a market segment with large sales levels and income profits. Brand Loyalty is the key to the success of a company that is able to provide a strong competitive advantage but is very difficult to build in the current era. Brand Loyalty can be built through the influence of Customer Engagement on brand social media accounts through E-wom social media marketing  strategies. This research aims to determine Electronic Word of Mouth (E-Wom) on Brand Loyalty through Customer Engagement as an intervening variable, where this research was conducted on fashion brand users in South Tangerang. The research method used is a quantitative approach by collecting data through questionnaires. The sampling technique in this research was purposive sampling with the criteria of fashion product users, both men and women, living in South Tangerang with a minimum number of respondents of 110 people. The data analysis technique used is Structural Equation Modeling (SEM) which is processed with AMOS 23 software. The research results show that: 1) E-wom has no effect on brand Loyalty, 2) E-wom has a significant effect on brand Customer Engagement, 3) Customer Engagement has a significant effect on Brand Loyalty towards brands and 4) E-wom influences Brand Loyalty through the mediation of Customer Engagement.